Case study ·
ChatGPT Ads: skewed reporting and no profitability, but positive impacts
Original title, in French: “ChatGPT Ads : des bilans biaisés et une rentabilité inexistante, mais des impacts positifs”
- Publication
- Journal du Net (France)
- Author
- Luciana Uchôa-Lefebvre
- Published on
- 14 October 2026 · read in the page structured data
Summary
The agency Webloom tested ChatGPT Ads for 8 advertisers in September, in training, SaaS, consumer goods and ready-to-wear. According to Clément Bourdon, co-founder of Webloom, the campaign reports provided by ChatGPT are sometimes twice the conversions actually measured by the advertisers' tracking tools. The 4 advertisers looking for leads suspended their tests, as the leads obtained were poorly qualified; ROAS never exceeded 1 euro of sales for 1 euro spent. On the other hand, CPMs are low (9 to 10 euros) and generate many impressions. Nearly 80% of advertisers saw a 10 to 30% increase in searches for their brand on Google, which convinced 4 of the 8 advertisers to continue despite the lack of direct profitability.
Summary based on the full text of the article.
Read the article on Journal du Net →Figures cited
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1 ratio (euro of sales / euro spent)
Maximum ROAS observed on ChatGPT Ads sales campaigns
8 advertisers tested in September 2026, France
« Quant aux ventes, le ROAS n’a jamais dépassé le ratio de 1 euro vendu pour 1 euro dépensé en pub. »
Source: Agence Webloom
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9.5 EUR
CPM observed on ChatGPT Ads
8 advertisers tested in September 2026
« qui évoque des CPM tournant autour de 9 à 10 euros, bien en-dessous des 50 euros annoncés au départ »
Source: Agence Webloom
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80 %
Share of advertisers whose brand searches on Google increased
8 advertisers tested in September 2026
« Pour près de 80% des annonceurs, les campagnes sur ChatGPT Ads ont augmenté les recherches de marque sur Google. »
Source: Agence Webloom
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— %
Increase in brand searches on Google linked to ChatGPT Ads campaigns
8 advertisers tested in September 2026
« c’était massif, de 10% à 30% pour certains comptes »
Source: Agence Webloom
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2,000 EUR
Monthly budget needed to achieve the increase in brand searches
advertisers tested in September 2026
« Et obtenir cela avec à peine 2 000 euros par mois, c’est énorme »
Source: Agence Webloom
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4 companies
Number of advertisers out of 8 that continued testing despite the lack of profitability
8 advertisers tested in September 2026
« c’est bien pour cette raison que 4 annonceurs participant aux tests sur 8 ont décidé de les poursuivre »
Source: Agence Webloom
-
4 companies
Number of advertisers out of 4 seeking leads that suspended testing
4 advertisers seeking to generate leads out of 8 tested in September 2026
« Ils ont tous décidé de suspendre les tests. »
Source: Agence Webloom
Classification
- Country
- France
- Company size
- All sizes
- Industries
- Media, communications, marketing · Retail and distribution, e-commerce · Software vendors, IT services companies, telecoms · Education and training
- Companies
- ChatGPT Ads (OpenAI) (supplier), YouTube (cited), Webloom (study author), Meta (cited), Google (cited)
- Keywords
- online advertising, ChatGPT Ads, lead generation, brand awareness, return on investment, marketing agency
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Journal du Net and its author. Entry translated from French by Claude Sonnet 5.5.